Formulasi strategi bisnis untuk meningkatkan daya saing perusahaan (studi kasus pada pt. central proteinaprima, tbk)

Paschalis, Iustinus (2004) Formulasi strategi bisnis untuk meningkatkan daya saing perusahaan (studi kasus pada pt. central proteinaprima, tbk). Masters thesis, Universitas Pelita Harapan.

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Abstract

Dalam situasi perekonomian yang semakin kompleks, perusahaan dituntut untuk meningkatkan efektivitas dan efisiensi usahanya. Dengan mengetahui kekuatan dan kelemahan intemalnya serta mengetahui kelebihan dan kelemahan pesaingnya akan bermanfaat dalam proses penyusunan strategi perusahaan didalam menjalankan bisnis yang menguntungkan. PT. Central Proteinaprima, Tbk, merupakan perusahaan yang bergerak dalam produksi dan perdagangan pakan ternak, pakan udang dan pakan ikan. Mengingat industri pakan relatif rendah entry barrier-nya maka diperlukan strategi bisnis yang terencana. SWOT analysis berdasarkan konsep Fred R. David mengidentifikasikan berbagai faktor strategis yang dapat digunakan untuk memformulasikan strategi bisnis perusahaan. Hasil analisis menunjukkan bahwa perusahaan belum maksimal dalam merespon kelemahan internal, namun mempunyai respon yang baik terhadap faktor eksternalnya dan saat ini berada pada posisi Grow and Build. Pakan ternak mempunyai kontribusi terbesarnya terhadap penjualan sedangkan pakan udang dan pakan ikan kontribusinya relatif kecil namun berada pada tingkat pertumbuhan yang tinggi. Dari hasil uji tingkat kecocokan semua pilihan strategi, maka strategi yang dapat direkomendasikan yaitu strategi Market Penetration, Market Development dan Product Development, dengan kebijakan memantapkan jalur distribusi, meningkatkan daya saing produk, mengembangkan produk yang mempunyai nilai tambah, serta meningkatkan citra perusahaan / Under an increasingly competitive and complex environments, business are demanded to increase their effectiveness and efficiency. Understanding internal strengths and limitations and knowing strengths and limitations of competitors will benefit the process of corporate strategies in order to conduct profitable business. PT. Central Proteinaprima, Tbk, produces animal, shrimp, and fish feed. Considering the low entry barrier of animal feed production a well plan business strategy is of utmost importance. The SWOT analysis based on Fred R. David identified several strategic factors which can be used in its formulation. The results of the analysis show that the company has not overcome fully its internal limitations but has responded well to external ones and currently is in the stage of grow and build. Animal feed is the main contributor to the sales. While those ofshrimp and fish feed are still relatively small but growing rapidly. After considering different alternatives, the strategies which can be recommended are market penetration, market development and product development with stress on distribution, product competitiveness, developing added value products, and improvement of the company's image

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